Marketing measurement plans are typically in a layout grid format. Do a quick search and you’ll discover many suggested layouts. My favorite is simple:

With a merged marketing measurement plan in place, the next task is to align your corporate analytics to capture appropriate data and making it reportable becomes an easier task, as well as getting buy-in from other departments.

Imagine if your marketing plan didn’t include a KPI on sales by channel? Could you get your IT group to make the necessary coding changes to push transaction values to your analytics tool? Frequently they simply default to saying: “Sales information is available from our e-commerce tool.” While true, you can extract sales data from a backend tool, in virtually all cases, you can’t attribute those sales to specific marketing efforts. It is only with an approved marketing plan in place can you apply leverage and get this data integrated with your analytics.